people don’t buy products when they understand them. they buy products when they feel understood.
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people don’t buy products when they understand them. they buy products when they feel understood.
Theodore Levitt famously said, “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” The lesson is that the drill bit is merely a feature, a means to an end, but what people truly want is the hole it makes. But that doesn’t go nearly far enough. No one wants a hole. What people want is the shelf that will go on the wal
... See moreSeth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
People decide which brands to buy and which ones to stick with based on how the brands make them feel. That’s why great brands aren’t in the business of selling products—they’re in the business of forging close emotional ties with their customers.
Bernhard Schroeder • Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.
People don’t buy WHAT you do, they buy WHY you do it. A failure to communicate WHY creates nothing but stress or doubt. In contrast, many people who are drawn to buy Macintosh computers or Harley-Davidson motorcycles, for example, don’t need to talk to anyone about which brand to choose. They feel the utmost confidence in their decision and the onl
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